Understanding WhatsApp Business Platform
Learn about the WhatsApp Business Platform and how it integrates with WapiKit
What is the WhatsApp Business Platform?
The WhatsApp Business Platform is Meta’s enterprise solution that allows businesses to communicate with customers on WhatsApp at scale. Unlike the basic WhatsApp Business App designed for small businesses, the WhatsApp Business Platform provides:
- API access for automated messaging
- Support for high message volumes
- Integration capabilities with business systems
- Advanced messaging features
- Analytics and reporting
Key Components
WhatsApp Business Account (WABA)
A WhatsApp Business Account is the official business presence on WhatsApp. It includes:
- Verified business name
- Business profile information
- Official business phone number
- Green checkmark (for verified businesses)
Phone Number
Each WhatsApp Business Account is associated with at least one phone number. This number:
- Must be unique and not previously used for WhatsApp
- Can be a new number or an existing business number
- Requires verification via SMS or call
- Appears to customers as your business contact
Message Templates
Message templates are pre-approved message formats required for business-initiated conversations. They:
- Must be submitted for approval before use
- Follow specific formatting guidelines
- Can include variables for personalization
- Are categorized by type (marketing, utility, authentication, etc.)
- Have specific compliance requirements
Session Messaging
After a customer initiates a conversation or responds to a template message, businesses can send “session messages” for 24 hours. These:
- Don’t require pre-approval
- Allow for more flexible content
- Can include various media types
- Reset the 24-hour window with each customer response
WhatsApp Business Platform vs. WhatsApp Business App
It’s important to understand the difference between these two offerings:
| Feature | WhatsApp Business Platform | WhatsApp Business App |
|---|---|---|
| Target users | Medium to large businesses | Small businesses |
| Access method | API integration | Mobile app |
| Messaging volume | High-volume capability | Limited volume |
| Automation | Full automation support | Basic quick replies |
| Multi-user access | Team collaboration | Limited to few devices |
| Cost | Pay-per-conversation | Free |
| Setup complexity | Technical integration required | Simple app installation |
| Integration | Connects with other systems | Standalone application |
WapiKit uses the WhatsApp Business Platform (not the app) to provide its advanced marketing and engagement features.
How WapiKit Integrates with WhatsApp
WapiKit connects to the WhatsApp Business Platform through Meta’s Cloud API, providing:
Message Management
- Sending template messages for campaigns
- Handling incoming customer messages
- Managing media attachments
- Tracking message delivery and read status
Contact Management
- Maintaining WhatsApp opt-in status
- Tracking conversation history
- Managing contact information
- Handling blocked contacts
Template Management
- Creating and submitting templates for approval
- Managing template variables
- Tracking template performance
- Handling template rejections
Conversation Handling
- Managing the 24-hour session window
- Routing conversations to team members
- Providing AI-assisted responses
- Automating routine interactions
WhatsApp Business Platform Policies
When using WapiKit with WhatsApp, you must comply with WhatsApp’s Business Policy:
Opt-In Requirements
- Explicit permission is required before messaging a customer
- Opt-in must be specific to WhatsApp communications
- Records of opt-in consent must be maintained
Content Restrictions
- No prohibited content (illegal, adult, gambling, etc.)
- No spam or excessive messaging
- No misleading or deceptive content
- No selling of invitations or access to WhatsApp
Quality Requirements
- Maintain low block rates
- Respond to customer inquiries promptly
- Use appropriate message templates
- Provide value in your communications
Data Usage Policies
- Clear privacy policies must be available
- Customer data can’t be sold to third parties
- Comply with applicable data protection laws
- Secure handling of customer information
Costs and Billing
The WhatsApp Business Platform uses a conversation-based pricing model:
- Business-initiated conversations: Higher cost per conversation
- User-initiated conversations: Lower cost per conversation
- Costs vary by country: Different regions have different pricing
- Volume discounts: Available for higher message volumes
WapiKit helps you manage these costs by:
- Tracking conversation costs
- Providing analytics on cost per campaign
- Optimizing message sending to reduce costs
- Setting budget limits for campaigns
Getting Started with WhatsApp Business Platform
To use WapiKit with WhatsApp, you’ll need to:
- Create a Meta Business Account
- Set up a WhatsApp Business Account
- Get your WhatsApp API credentials
- Configure WapiKit with these credentials
Best Practices
- Start with quality templates: Create clear, valuable message templates
- Respect the 24-hour window: Use template messages when outside the session window
- Maintain high-quality conversations: Respond promptly to customer messages
- Monitor your quality rating: Keep track of block rates and reported messages
- Test before scaling: Start with smaller campaigns before large-scale messaging
- Keep opt-in records: Maintain clear records of how and when customers opted in
- Stay compliant: Regularly review WhatsApp’s Business Policy for updates
Next Steps
After understanding the WhatsApp Business Platform, proceed to:
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